Client
Brandon Bernier
Brandon Bernier
Roles
Discovery and Planning
Graphic Design
Copywriting
Packaging Design
Discovery and Planning
Graphic Design
Copywriting
Packaging Design
Challenge
When Brandon Bernier approached me with the concept for his small-batch bourbon, I was immediately hooked. This would be the "Ricky Bobby" of bourbons – wants to be formal, but really here to party. A tuxedo shirt at a black-tie affair. The name was even derived from a scene in the movie, where Will Ferrell's character prays to "8-pound, 6-ounce, newborn infant Jesus" before dinner. The challenge was designing a bottle label that looked as sophisticated and elite as bourbons that cost hundreds of dollars, while also acknowledging the tongue-in-cheek, satirical nature of the brand. The bourbon was also being produced in two variations – Standard and Barrel Strength – requiring labels that could easily display the differing proofs, fit different bottle sizes, and be recognized as distinct products while maintaining a consistent brand.
Research
After Brandon pitched the initial concept to me, I connected with him on a video call. This allowed me to get the specifications of each bottle to design proportionate labels, as well as confirm mandatory elements such as proof, dump date, and bottle number out of total bottles produced. From here, I researched luxury and special-edition bourbons for common phrases and design elements. After gathering as many as possible, I began the design process.
Solution
I designed custom labels for both variations in Adobe Illustrator, coordinating with Brandon on the final copy for the description on the back, throwing every luxury bourbon-related buzzword in the book at it. "Richly Flavored," " Special Reserve," "Distillers Batch..." everything was fair game and ripe for poking fun at. The design incorporated a mix of regal and biblical elements and colors to bring an elevated feel to the bourbon, including thin lines, ornate patterns, a serif font, deep red and blue coloring for the respective labels, and a crown-like centerpiece worthy of royalty. An arched top on the Barrel Strength label flowed with the curved design of the bottle, while the straight, rectangular design of the Standard label matched the tall, thin design of its bottle. I also designed round labels for the caps on each bottle style, with the brand and design elements incorporated.
Outcomes
Between both bottles, 72 labels were printed – 55 for the Standard and 17 for the Barrel Strength. For the Barrel Strength, Brandon surprised recipients with personalized dog tags, further adding to the exclusivity and allure as a high-end bourbon. The "Ricky Bobby" of bourbons was officially born, weighing in at 8 pounds and 6 ounces, dressed in a tuxedo shirt and ready to party.
72
bottles produced
36
Bourbon buzzwords satirized